Compare pricing, deployment, product fit, integrations, and capabilities side by side.
Growth teams and product managers who need advanced product analytics
Important considerations: Free and Plus plans meter event volume; advanced behavioral analysis, governance, SSO, and higher replay limits require custom tiers.
All website owners, from small businesses to enterprises
Important considerations: GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.
| Attribute | Amplitude | Google Analytics (GA4) |
|---|---|---|
| Overview | A digital analytics platform for product, growth, and marketing teams that combines product analytics with session replay, experimentation, feature delivery, and AI-assisted analysis. | Google's mainstream analytics platform for web and app measurement, built around GA4 events, attribution, advertising integrations, and BigQuery-connected reporting for larger deployments. |
| Pricing | Free includes 2M events/month; Plus starts at $0 with 2M events included and usage-based scaling; Growth and Enterprise are custom | GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales |
| Deployment | Vendor-hosted cloud | Vendor-hosted cloud |
| Best for | Growth teams and product managers who need advanced product analytics | All website owners, from small businesses to enterprises |
| Operator | Amplitude, Inc. Independent public company | Google LLC Subsidiary of Alphabet Inc. |
| Company base | San Francisco, United States · United States | Mountain View, United States · United States |
| Organization scale | 780 employees · operator, as of 31 Dec 2025 | 190,820 employees · parent company, as of 31 Dec 2025 |
| Recent direction | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. | marketing attribution Recent official evidence shows a focus on marketing attribution. |
| Key features |
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| Important considerations | Free and Plus plans meter event volume; advanced behavioral analysis, governance, SSO, and higher replay limits require custom tiers. | GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits. |
| Integrations | Segment, Zapier | Google Ads, BigQuery, Shopify |
| Fact check | We checked this information against official vendor sources on 2026-08-08. | We checked this information against official vendor sources on 2026-08-08. |
This matrix shows capabilities recorded in our catalog. Not listed means we have not confirmed the capability here. Check the linked vendor sources for plan, deployment, and usage limits.
| Attribute | Amplitude | Google Analytics (GA4) |
|---|---|---|
| A/B testing | Listed | Not listed |
| AI insights | Listed | Listed |
| App analytics | Listed | Listed |
| Audience insights | Listed | Listed |
| Behavior analytics | Listed | Listed |
| CCPA compliant | Listed | Not listed |
| Cohort analysis | Listed | Listed |
| Cross-device tracking | Listed | Listed |
| Custom reports | Listed | Listed |
| Data export | Listed | Listed |
| E-commerce tracking | Listed | Listed |
| Enterprise | Not listed | Listed |
| Event tracking | Listed | Listed |
| Free plan | Listed | Listed |
| Funnels | Listed | Listed |
| GDPR compliant | Listed | Not listed |
| Goals | Listed | Listed |
| Integrations | Listed | Listed |
| Personalization | Listed | Not listed |
| Real-time data | Listed | Listed |
| Retention analytics | Listed | Listed |
| Revenue tracking | Listed | Listed |
| Session recordings | Listed | Not listed |
| User segments | Listed | Listed |